The Interline

A lot of fuss is being made over Gucci’s use of low-effort AI visuals to promote a showing at Milan Fashion Week, but generated and programmatic visual content is now so pervasive that focusing on a single act of wry provocation misses a much more important milestone.

After years of nebulous promises around efficiency and productivity, AI ROI analysis could be about to catalyse a change in software licensing and pricing. And marketplace consolidation in second-hand goods transfers more control, through gross merchandise volume, of brand stories to big tech actors.